Scotch sales in poor spirit as Britons soak up US whisky galore

New figures from drinks industry analysts show sales of bourbon booming in the UK at the expense of Scotch whisky as consumers get a taste for “exotic” brown spirits.

Figures from International Wine and Spirits Research show bourbon sales in the UK rose by 25% between 2005 and 2009 and are forecast to increase by another 22% up to 2014. According to IWSR figures, bourbon sales are projected to reach 1.5 million nine-litre cases in the UK in four years.

If correct, the figures suggest demand for bourbon will grow twice as fast as other spirits categories up to 2014. The second-best performer is likely to be rum.

Scotch whisky, whose growing global sales are three times those of US whiskies combined, has seen a dramatic sales decline in the UK, its third-largest global market, prompting criticism of brand owners’ marketing strategies, the largest of whom also own fast-growing bourbon, rum and white spirits brands.

IWSR says UK whisky sales slipped by 11% between 2005 and 2009, and will stay static at 6.5 million cases to 2014.